AYLA
| AYLA | |
|---|---|
| Founder | Darahgianna Lee |
| Status | Active |
| Genre | Various; primarily rock and alternative |
| Country of origin | United States |
| Location | Los Angeles, California |
AYLA is an independent American record label and artist management company based in Los Angeles, California. Founded by Chief Executive Officer Darahgianna Lee, AYLA operates as a creative platform dedicated to developing musicians and multidisciplinary artists through adaptive strategy, branding, and creative autonomy.
The label gained increased attention in 2025 after signing alt-rock artist LØREN, marking a notable expansion of his international presence following nearly a decade active within the music industry. AYLA’s approach emphasizes cross-industry integration, particularly between music, fashion, and cultural programming.
History
AYLA was established by Darahgianna Lee as a collaborative creative collective aimed at supporting artists across music, visual identity, and brand development. The company highlights flexibility, culture-forward planning, and artist-led creativity as core components of its model.
Artist Roster
- LØREN (2025–present)
LØREN
LØREN (Lee Seung-joo) is a South Korean alt-rock artist, producer, and songwriter known for his guitar-based sound and striking visual identity. His stage name is derived from his “LONER” tattoo, reflecting the solitary nature of his creative process. He was included in the Forbes 30 Under 30 Asia (2023) list and has appeared at major festivals including Coachella, Head in the Clouds, SXSW, and KCON.
He has released multiple singles and an EP, and has headlined sold-out shows at The Whisky and The Moroccan in Los Angeles. LØREN is also active in fashion as a former YSL ambassador and has appeared at fashion weeks worldwide.
Partnership with AYLA
In April 2025, *Forbes* reported that LØREN officially partnered with AYLA to pursue greater creative independence and expand his global rock presence. He stated the move was intended to give him “more control of my life.” Under AYLA, he has collaborated with producers including Brian Lee and John Feldmann.
Additional developments under AYLA include:
- Signing with United Talent Agency (UTA) for global representation.
- The launch of promotional performances including the The Waits Showcase Tour.
Notable Performances
- At the Coachella 2023 performance, LØREN brought out **Landon Barker** as a special guest.
- At the Los Angeles date of **The Waits Showcase**, **KennyHoopla** appeared as a special guest performer.
Fashion and Cultural Activities
Under AYLA’s management, LØREN has appeared at:
- Paris Fashion Week presentations for brands including Yves Saint Laurent (YSL), ERD, and Ann Demeulemeester
- Gumball 3000 as a celebrity guest driver
- Brand collaborations with partners including Honda and Bose
Discography (AYLA-associated)
Albums
- The Waits (2025)
Singles
- "Fuck Your Neighbor (FYN)" (2025)
- The Waits (Holiday Ver.) (2025)
Business Model
AYLA operates as a hybrid label and creative agency prioritizing:
- Artist-led strategic development
- Culture-aligned marketing
- Visual identity and branding
- Fanbase growth through digital engagement and live programming
References
Cite error: A list-defined reference named "forbes-loren-2025" is not used in the content (see the help page).
Cite error: A list-defined reference named "forbes-profile" is not used in the content (see the help page).
Cite error: A list-defined reference named "apple-holiday" is not used in the content (see the help page).
Cite error: A list-defined reference named "hitsdd" is not used in the content (see the help page).
Cite error: A list-defined reference named "uta" is not used in the content (see the help page).
External links
- [Official AYLA Website]
- [LØREN Official Website]